Here are the Top 10 posts (by readership) for 2009. As we close out another fantastic year, I want to thank you for your continued support and confidence in our company. We will continue to provide best-of-breed fitness components -- the quality to which you're proud to brand with your name.
Meanwhile, Happy New Year! I hope you find some useful nuggets:
Listen, if you're not purposefully defining and driving your brand toward your specific market, then, who is?
I'll tell you who....
How about your competitors? Can you even begin to imagine their presentation of your business? BRANDED!
It's this simple: If you don't, they will.
Let's start with a quick look around your facility: click here
Heather Dobbins owns a small studio and was the "top dog" in her town.
You can imagine her dismay two years ago when a Curves Franchise moved in a block away from her studio. (Sound familiar?)
"This was life or death for my business," says Heather, "So I needed to get really creative!"
Here's just one of many things she did to beat the competition:
Heather invested a little over $500 to buy 50 private-labeled 8-week Daily Journals.
Then, she convinced 5 different Staples Office Supply stores to put her Branded Daily Journals at the counter (POS - point-of-sale). She gave each store 10 Journals and told them to keep all the profits. (retail $16.99)
However, inside each Daily Journal, she placed a special Gift Certificate for 3 Personal Training Sessions (with an expiration date).
Staples actually shrink-wrapped the Journals for her and created a nice little cardboard display with signage. The signage read:
FREE with Purchase
3 Personal Training Sessions FREE!
A $150 Value - FREE!
Her conversion rate to additional sessions and memberships is 100% and she estimates this marketing tactic generated more than $5,000 in additional revenue.
More importantly, the Curves Franchise shut their doors in less than 9 months.
It's incredible how powerful your private-label journals can be:
That's right! Last year, that's how much it cost a club in upstate NY to ship their branded, 12-Week Daily Journals overnight.
They had to ship overnight because their Fitness Challenge started the next day ... and poor Mary Lipkin (office coordinator) forgot to order the Journals.
Club owner George realized this cost was totally avoidable if Mary had simply ordered the Journals when he had asked her to.
Don't end up like Mary. Remember, holiday shipping traffic is still robust and timing can be tricky.
That's right.. Go Topless! We’re talking about a business model, of course.
Here’s what I mean.
Look at the typical MLM system like Mary Kay or Amway. It’s shaped like a pyramid or triangle. Their brand as well as fulfillment and administration is at the TOP.
All YOUR sales and marketing efforts are designed to
support all the things at the TOP of the pyramid.
But, if you leave, you have:
* No equityNow, look at our Topless Model. YOUR brand is at the TOP.
Still, all administration and fulfillment is at the bottom and designed to SUPPORT YOUR BRAND.
The pyramid is turned upside down (and that’s how it should be!)
As a result, all your sales and marketing efforts directly
affect YOUR BRAND and YOUR BUSINESS.
This topless model also provides an opportunity for YOUR BUSINESS to BUILD EQUITY, thus an entity to sell should you decide to do so.
For some, this model is difficult to grasp. It’s 180 degrees opposite of the standard MLM.
And, yes, it’s brand
new. To the best of my knowledge,
no one, anywhere is providing this type of opportunity where you can literally control:
This is micro-branding at its best. So, what are you waiting for.... Go Topless!
I help fitness professionals become better marketers and more profitable through the distribution of exclusive, private-labeled products.
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